Social media !
is an umbrella term
for digital tools that
let you share
information and
network with others.
"Social media are online communications in
which individuals shift fluidly and flexibly
between the role of audience and aut...
• Blogging
          • Chat Rooms
• Twitter
           • Forums
• Social networks
   • Podcasts
• Video sharing
     • Vir...
What are people doing?
   1.  Watching and sharing videos (83%)
   2.  Visiting social networks (71%)
   3.  Reading blogs...
Going mainstream
After several years of explosive growth,
social media began to normalize in 2008,
becoming a standard par...
Going mainstream




Source:
Universal
McCann
Wave
4
(June
2009)

Of the top 15 most-visited sites in America,
8 are socially driven, "
and all 15 use prominent social elements.
Most-visited U.S. sites
  1.    Google
                        9.  MSN
  2.    Yahoo
                         10. eBay
  3...
So why is social media !
such a big deal?
Social media ended centuries of
separation between 
mass media!
and the masses.
It also removed barriers that stood
between businesses and their
potential customers.
Here’s how it all happened.
Birth of the Blog
Where did blogs !
      come from?
1967 — Internet is born
1979 — First discussion boards
1992 — First Web site
Isn’t it beautiful?
Where did blogs !
      come from?
1994 — First online diaries
1997 — Term "WebLog" is coined
1998 — Open Diary becomes th...
Fun fact: “Blog” was popularized
by Evan Williams, who went on to
found Twitter.com.
The evolution of blogging
 1999 — LiveJournal
 1999 — Blogger
 2001 — Movable Type
 2003 — TypePad
 2003 —WordPress
 2006 ...
Why blogs were a big deal
 • Blogs changed the way people saw
 the Web
 • You could create, react, communicate
 without an...
Today, blogs are one of the top
sources of information for
everything from product reviews to
travel advice.
America’s active Internet users:

33% write blogs
(that’s 32 million people)

66% read blogs
(64 million people)

Source:
...
How are marketers
reaching out to bloggers?

• Offering free products for review
• Hosting giveaways for readers
• Providi...
Meanwhile, corporate blogging
has become an easy way to:

• Share your side of the story
• Launch new products
• Improve y...
As blogging has become
mainstream, so has another major
component of social media:
Social networks




Image
source:
Luc Legay on Flickr
Social networks !
are sites that connect people with
shared interests and backgrounds.


In America, the dominant players ...
In the past year, Facebook finally
surpassed MySpace as the U.S.’s
No. 1 most visited social network.
Source:
Compete.com,
...
However, MySpace remains a popular
and powerful site for entertainers and
young people.

(34% of MySpace users are under 1...
By the numbers: !
MySpace
• Founded in 2003
• 60 million visitors a month
• 64% female
• Laid off 33% of workforce "
in Ju...
MySpace benefits for
marketers:
• More flexibility for advertising
• Excellent integration of music
• Highest density of onl...
By the numbers: Facebook
• Founded in 2004 as “The Facebook”
• 122 million visitors a month
• 57% female
• Fastest-growing...
Facebook benefits for
marketers:
• Cleaner, easier interface
• Ultra-targeted and affordable ads
• Fan pages with analytics...
Options for a Facebook
presence:
• User profile: For individuals
• Fan pages: For brands, celebs, etc.
• Groups: For shared...
Originally, social networks were for
maintaining or rekindling
friendships.

Today, they’ve become the hubs of
online life...
21 million people watch videos on
Facebook each month.

On MySpace, it’s 52 million.
“Who watches TV !
on TV anymore?”!
      — Eric, Gossip Girl
Video sharing
In 2008, video sharing and viewing
surpassed blog reading as the "
No. 1 social activity on the Web.
Today, 158 million unique viewers
watch video online each month in
the U.S. 


74% of that activity is on YouTube.

Source...
By the numbers: YouTube
• Founded in 2005
• Bought by Google in late 2006
• 10 hours of video uploaded per minute
• 9 bill...
YouTube revolutionized how video
was used on the Web. 

Clips can now be uploaded,
embedded and viewed almost
anywhere, ev...
Cool things you can do
o  Share videos and playlists by
   embedding in a blog or site
o  Add closed captioning, which
   ...
Video annotations
o  Place labels and links inside
   your YouTube videos
o  Drive traffic to your channel
o  Choose your o...
Old look for channels:
New look for channels:
Why has video !
    become so popular?
1.  High-speed Internet

  63% of all Americans now have "
     high-speed access at home.
  No slowdown in recession
  90...
2. High-speed wireless

  AT&T’s newest 3G network can
     reach 7 Mbps, which is faster
     than the DSL Elite broadban...
3. Word of mouth

  NBC saw online viewers jump
    312% in October ’08.
  Why?


  
       
 
Source: Nielsen, November 2...
Sites like NBC’s Hulu.com and Will
Ferrell’s “Funny or Die” have used
word of mouth to make online
video a mainstream acti...
Sites like NBC’s Hulu.com and Will
Ferrell’s “Funny or Die” have used
word of mouth to make online
video a mainstream acti...
Another site that’s just now going
mainstream?
Twitter
Twitter is a social network"
where you post short bursts "
of thoughts and information.
It has become the single most talked
  about Web site since Facebook "
  and grew 1,551% between "
  June 2008 and June 20...
But in July 2009, Twitter’s pageviews
dropped for the first time in a year,
showing the site is leveling out.
Today, 54% of Fortune 100 companies !
   are on Twitter.

   They’re using it for:
     1. News updates (94%)
     2. Cust...
So why is Twitter such a big deal?
Twitter revolutionized social media by
making it simple for the world to
communicate in real time.

Think of it as a cross...
Where did Twitter "
    come from?
Founded in 2006 by three men:
  • Biz Stone & Evan Williams,
  creators of Blogger.com
  • Jack Dorsey, software architect
Although it was first, Twitter at one
point had more than 100 competitors.

It has since crushed them.
As of July 2009:

 Twitter.com: 23.2 million unique visitors
 Plurk.com: 239,460
 Identi.ca: 96,647
 Jaiku.com: 36,274 


...
Twitter is quite popular with:

• Bloggers
• Moms
• PR practitioners
• Consultants
• Pyramid schemers
• Corporations
• Cel...
Celebs on Twitter:

  Ashton Kutcher: 3.3 million followers
  Ellen Degeneres: 3 million
  Britney Spears: 3 million
  Opr...
Twitter helps businesses:
 o  Raise awareness
 o  Offer proactive customer service
 o  Answer questions
 o  Promote events...
Businesses should:
o  Be conversational
o  Jump in the discussion
o  Pay attention
o  Pace themselves
o  Have a clear, con...
Businesses should NOT:
o  Be sales-oriented robots
o  Be repetitive and dull
o  Follow too many people at once
Your presence can grow organically,
so don’t feel pressured to be perfect
on Day 1.
Dell first got on Twitter for customer
service and outreach. 

Today, DellOutlet.com has over 1 million
followers and has g...
If you’re not the patient type, you can
always bribe people to be your friends.
#squarespace: What started as a
giveaway for podcast hosts quickly
became a top topic on Twitter.
Results: 
•  Gave away 30 “iPhones”
•  Twitter followers skyrocketed
from 815 to 32,000+
•  60% increase in site traffic
• ...
#moonfruit: Web site builder Moonfruit
gave away 10 Macbook Pros over 7
days, with bonus iPods for creative
entries.
Results: 
•  Followers went from 444 to 44,113
•  600% traffic increase
•  100% increase in signups
•  Campaign shortened f...
So what’s next for Twitter?
• A revenue plan
• Paid business accounts with perks
• Slower growth, if not declines
• Serve ...
What’s next for social media as a
whole?
• Everything goes mobile
• “Taming the stream of data”
• Become a major part of c...
For marketers, what’s the difference
between using social media and using it
right?
A clear, concise social media strategy
will give you a sense of purpose, a
unique voice and tangible goals.

Otherwise, yo...
Thanks for your time.

SlideShare.net/Griner
david.griner@luckie.com
TheSocialPath.com
Twitter.com/Griner
Everything You Need To Know About Social Media
Everything You Need To Know About Social Media
Everything You Need To Know About Social Media
Everything You Need To Know About Social Media
Everything You Need To Know About Social Media
Everything You Need To Know About Social Media
Everything You Need To Know About Social Media
Everything You Need To Know About Social Media
Everything You Need To Know About Social Media
Everything You Need To Know About Social Media
Everything You Need To Know About Social Media
Upcoming SlideShare
Loading in …5
×

Everything You Need To Know About Social Media

20,279 views
19,426 views

Published on

OK, maybe not EVERYTHING, but a lot.

This presentation was created for and delivered at the Alabama Governor's Conference on Tourism, Aug. 31, 2009. For more specific information on each topic, please check out my other slideshows.

Published in: Business, Technology
7 Comments
116 Likes
Statistics
Notes
No Downloads
Views
Total views
20,279
On SlideShare
0
From Embeds
0
Number of Embeds
881
Actions
Shares
0
Downloads
1,619
Comments
7
Likes
116
Embeds 0
No embeds

No notes for slide

Everything You Need To Know About Social Media

  1. Social media ! is an umbrella term for digital tools that let you share information and network with others.
  2. "Social media are online communications in which individuals shift fluidly and flexibly between the role of audience and author.” —Joseph Thornley! CEO, Thornley Fallis
  3. • Blogging • Chat Rooms • Twitter • Forums • Social networks • Podcasts • Video sharing • Virtual worlds • Photo sharing • Wikis • Bookmarking • Mobile apps
  4. What are people doing? 1.  Watching and sharing videos (83%) 2.  Visiting social networks (71%) 3.  Reading blogs (71%) 4.  Commenting on blogs (56%) 5.  Sharing photos (55%) Source:
Universal
McCann
Wave
4
(June
2009)

  5. Going mainstream After several years of explosive growth, social media began to normalize in 2008, becoming a standard part of daily life.
  6. Going mainstream Source:
Universal
McCann
Wave
4
(June
2009)

  7. Of the top 15 most-visited sites in America, 8 are socially driven, " and all 15 use prominent social elements.
  8. Most-visited U.S. sites 1.  Google 9.  MSN 2.  Yahoo 10. eBay 3.  Facebook 11. Blogger 4.  YouTube 12. AOL 5.  Myspace 13. Amazon 6.  Windows Live 14. Twitter 7.  Wikipedia 15. Go.com (Disney) 8.  Craigslist Source:
Alexa.com/topsites/countries/US,
Aug.
28,
2009

  9. So why is social media ! such a big deal?
  10. Social media ended centuries of separation between mass media! and the masses.
  11. It also removed barriers that stood between businesses and their potential customers.
  12. Here’s how it all happened.
  13. Birth of the Blog
  14. Where did blogs ! come from? 1967 — Internet is born 1979 — First discussion boards 1992 — First Web site
  15. Isn’t it beautiful?
  16. Where did blogs ! come from? 1994 — First online diaries 1997 — Term "WebLog" is coined 1998 — Open Diary becomes the first WebLog tool 1999 — "Weblog" becomes "blog"
  17. Fun fact: “Blog” was popularized by Evan Williams, who went on to found Twitter.com.
  18. The evolution of blogging 1999 — LiveJournal 1999 — Blogger 2001 — Movable Type 2003 — TypePad 2003 —WordPress 2006 — Twitter 2007 — Tumblr
  19. Why blogs were a big deal • Blogs changed the way people saw the Web • You could create, react, communicate without any programming skills • For the first time ever, anyone could make content for a global audience
  20. Today, blogs are one of the top sources of information for everything from product reviews to travel advice.
  21. America’s active Internet users: 33% write blogs (that’s 32 million people) 66% read blogs (64 million people) Source:
Universal
McCann
Wave
4
(June
2009)

  22. How are marketers reaching out to bloggers? • Offering free products for review • Hosting giveaways for readers • Providing exclusive content • Sponsoring posts • Buying ads directly • Treating them like journalists
  23. Meanwhile, corporate blogging has become an easy way to: • Share your side of the story • Launch new products • Improve your search ranking
  24. As blogging has become mainstream, so has another major component of social media:
  25. Social networks Image
source:
Luc Legay on Flickr
  26. Social networks ! are sites that connect people with shared interests and backgrounds. In America, the dominant players are Facebook and MySpace.
  27. In the past year, Facebook finally surpassed MySpace as the U.S.’s No. 1 most visited social network. Source:
Compete.com,
August
2009
  28. However, MySpace remains a popular and powerful site for entertainers and young people. (34% of MySpace users are under 17, versus 17% of Facebook.)
  29. By the numbers: ! MySpace • Founded in 2003 • 60 million visitors a month • 64% female • Laid off 33% of workforce " in June 2009" Sources:
Compete.com;
“2009
Social
Network
Analysis
Report,”
 IgniteSocialMedia.com;
Wikipedia.com
  30. MySpace benefits for marketers: • More flexibility for advertising • Excellent integration of music • Highest density of online youth • One of the Web’s top video sites"
  31. By the numbers: Facebook • Founded in 2004 as “The Facebook” • 122 million visitors a month • 57% female • Fastest-growing demo is over 55, which expanded 25% in July alone Sources:
Compete.com;
“2009
Social
Network
Analysis
Report,”
 IgniteSocialMedia.com;
Wikipedia.com
  32. Facebook benefits for marketers: • Cleaner, easier interface • Ultra-targeted and affordable ads • Fan pages with analytics • Consistent growth"
  33. Options for a Facebook presence: • User profile: For individuals • Fan pages: For brands, celebs, etc. • Groups: For shared interests • Causes: For nonprofits"
  34. Originally, social networks were for maintaining or rekindling friendships. Today, they’ve become the hubs of online life, bringing together video, photos, apps and more.
  35. 21 million people watch videos on Facebook each month. On MySpace, it’s 52 million.
  36. “Who watches TV ! on TV anymore?”! — Eric, Gossip Girl
  37. Video sharing
  38. In 2008, video sharing and viewing surpassed blog reading as the " No. 1 social activity on the Web.
  39. Today, 158 million unique viewers watch video online each month in the U.S. 74% of that activity is on YouTube. Sources:
ComScore,
August
2009
  40. By the numbers: YouTube • Founded in 2005 • Bought by Google in late 2006 • 10 hours of video uploaded per minute • 9 billion videos are viewed each month in the U.S. Sources:
YouTube.com;
ComScore,
August
2009
  41. YouTube revolutionized how video was used on the Web. Clips can now be uploaded, embedded and viewed almost anywhere, even in HD.
  42. Cool things you can do o  Share videos and playlists by embedding in a blog or site o  Add closed captioning, which can be instantly translated o  Link to a specific time in a long clip
  43. Video annotations o  Place labels and links inside your YouTube videos o  Drive traffic to your channel o  Choose your own adventure
  44. Old look for channels:
  45. New look for channels:
  46. Why has video ! become so popular?
  47. 1.  High-speed Internet 63% of all Americans now have " high-speed access at home. No slowdown in recession 90% expected by 2012 Sources: Pew Internet & American Life Project, July 2008;! In-Stat, August 2008.
  48. 2. High-speed wireless AT&T’s newest 3G network can reach 7 Mbps, which is faster than the DSL Elite broadband 4G networks are already rolling out in select cities Source: Engadget.com, May 2008.
  49. 3. Word of mouth NBC saw online viewers jump 312% in October ’08. Why? Source: Nielsen, November 2008.
  50. Sites like NBC’s Hulu.com and Will Ferrell’s “Funny or Die” have used word of mouth to make online video a mainstream activity.
  51. Sites like NBC’s Hulu.com and Will Ferrell’s “Funny or Die” have used word of mouth to make online video a mainstream activity.
  52. Another site that’s just now going mainstream?
  53. Twitter
  54. Twitter is a social network" where you post short bursts " of thoughts and information.
  55. It has become the single most talked about Web site since Facebook " and grew 1,551% between " June 2008 and June 2009." Source: Compete.com data for June 2009.
  56. But in July 2009, Twitter’s pageviews dropped for the first time in a year, showing the site is leveling out.
  57. Today, 54% of Fortune 100 companies ! are on Twitter. They’re using it for: 1. News updates (94%) 2. Customer service (67%) 3. Marketing and promotions (57%) 4. Employee recruitment (11%)" Source: “Twitter is top social media platform at Fortune 100 companies,” Mashable, Aug. 3, 2009
  58. So why is Twitter such a big deal?
  59. Twitter revolutionized social media by making it simple for the world to communicate in real time. Think of it as a cross between " text messaging, instant messaging and blogging.
  60. Where did Twitter " come from?
  61. Founded in 2006 by three men: • Biz Stone & Evan Williams, creators of Blogger.com • Jack Dorsey, software architect
  62. Although it was first, Twitter at one point had more than 100 competitors. It has since crushed them.
  63. As of July 2009: Twitter.com: 23.2 million unique visitors Plurk.com: 239,460 Identi.ca: 96,647 Jaiku.com: 36,274 Sources:
Compete.com,
August
2009
  64. Twitter is quite popular with: • Bloggers • Moms • PR practitioners • Consultants • Pyramid schemers • Corporations • Celebrities
  65. Celebs on Twitter: Ashton Kutcher: 3.3 million followers Ellen Degeneres: 3 million Britney Spears: 3 million Oprah Winfrey: 2 million Ryan Seacrest: 2 million Barack Obama: 2 million (As of August 29, 2009)
  66. Twitter helps businesses: o  Raise awareness o  Offer proactive customer service o  Answer questions o  Promote events, products, services
  67. Businesses should: o  Be conversational o  Jump in the discussion o  Pay attention o  Pace themselves o  Have a clear, concise strategy
  68. Businesses should NOT: o  Be sales-oriented robots o  Be repetitive and dull o  Follow too many people at once
  69. Your presence can grow organically, so don’t feel pressured to be perfect on Day 1.
  70. Dell first got on Twitter for customer service and outreach. Today, DellOutlet.com has over 1 million followers and has generated over " $3 million in sales.
  71. If you’re not the patient type, you can always bribe people to be your friends.
  72. #squarespace: What started as a giveaway for podcast hosts quickly became a top topic on Twitter.
  73. Results: •  Gave away 30 “iPhones” •  Twitter followers skyrocketed from 815 to 32,000+ •  60% increase in site traffic •  20% increase in free trials Source: SocialMediaHacks.com, 8/4/09
  74. #moonfruit: Web site builder Moonfruit gave away 10 Macbook Pros over 7 days, with bonus iPods for creative entries.
  75. Results: •  Followers went from 444 to 44,113 •  600% traffic increase •  100% increase in signups •  Campaign shortened from 10 days to 7 due to claims of “Twitter pollution” •  Mentions were 82% positive Source: Social-Bug.com, 7/19/09
  76. So what’s next for Twitter? • A revenue plan • Paid business accounts with perks • Slower growth, if not declines • Serve as a barometer of celeb status • Become a standard customer service
  77. What’s next for social media as a whole? • Everything goes mobile • “Taming the stream of data” • Become a major part of corporate marketing, PR and customer service
  78. For marketers, what’s the difference between using social media and using it right?
  79. A clear, concise social media strategy will give you a sense of purpose, a unique voice and tangible goals. Otherwise, you might end up feeling like this:
  80. Thanks for your time. SlideShare.net/Griner david.griner@luckie.com TheSocialPath.com Twitter.com/Griner

×